TikTok analytics is the free dashboard in TikTok Studio that shows views, watch time, engagement, followers and traffic source for each video. On your phone, go to Profile, tap the menu (three lines), then TikTok Studio, then Analytics. Your TikTok Shop sales numbers sit in a second place, the Creator Center Data page, so an affiliate reads two dashboards.
Buffer (Sept 18, 2026), Later (June 4, 2026) and Hootsuite (updated Oct 14, 2026) all give that same phone path. The rest of this post covers which numbers to log, where the sales data lives, and a weekly routine that fits a creator who posts several videos a day.
Upload a raw take and get your first clip cut free, no card, at this site's editor. Do that while you read, because the weekly review below shows what a stack of hand-trimmed takes costs you.
Where to find TikTok analytics on your phone
- Open TikTok and tap Profile.
- Tap the menu (three lines) in the top corner.
- Tap TikTok Studio.
- Tap Analytics.
On desktop the same dashboard is at tiktok.com/tiktokstudio/analytics, per Buffer (Sept 18, 2026).
If you don't see Analytics: switch to a Creator or Business account. Buffer and Later (2026) say analytics are available on Creator and Business accounts. TikTok's creator tools support page says creator tools are available to Personal and Business accounts. The labels differ between sources, so check your own account type in Settings. Later and Hootsuite add that Business accounts reach analytics through Business Suite and creator or personal accounts through TikTok Studio.
Tabs: Overview, Content, Followers and LIVE, per Buffer and the TikTok Creator Academy. Hootsuite's 2026 screenshots also show a Viewers tab on personal accounts.
Followers tab: Buffer and Later say the Followers tab and audience demographics stay empty until you reach 100 followers. Buffer says analytics itself has no minimum follower count.
Check the date range in your own app
The sources disagree on how far back Overview goes.
- The TikTok Creator Academy page (checked Oct 22, 2026; the fetched text shows no date) says Overview covers 7, 28 or 60 days, or a custom range up to 60 days.
- Later also says 60 days.
- Hootsuite (updated Oct 14, 2026) refers to a 365-day limit.
I can't settle that for you. Tap the date pill at the top of your Overview and see what your app offers.
The per-video Content metrics are stricter. The Creator Academy says all Content metrics are available for the last seven days only, and Buffer says the same. A video posted eight days ago drops out of that view. That is why this review runs weekly.
The per-video numbers worth logging
For talking-head product videos, log four things for each video in Analytics > Content:
- Average watch time.
- Watched full video %.
- Traffic source (For You, profile, search and so on).
- The engagement analysis, which shows where viewers lost interest.
The Creator Academy and Buffer both list these. Buffer's advice for low watch time is to test your hook in the first 2 to 3 seconds and tighten your edits.
Compare your own videos to each other. Kleene (Mar 25, 2026) points out that 90% on a 10-second video and 60% on a 90-second video measure different things. A video's length changes what its percentage means. Kleene and Buffer both call shares and saves stronger signals than likes.
Wait at least 24 hours after posting before you judge a video, and check at the same time each day. That is Buffer's recommendation. Videos older than 24 hours are fair to log.
Where the TikTok Shop numbers are
TikTok Shop sales data is not in the video stats. It sits in the Creator Center Data page, also called Data Compass.
The US TikTok Shop Academy page on earnings analytics (dated 09/21/2026) says the Data Compass Overview shows:
- GMV
- Items sold
- Product views
- Product clicks
- Estimated commission
Three details from that page:
- GMV counts paid orders only. It excludes gift and sample orders and orders the shop sold itself.
- The Commission tab was removed.
- Earnings history starts Jan 1, 2025.
The Philippines version of the guide (TikTok Shop Academy PH, 03/19/2026) gives this path: Profile > shopping bag > TikTok Shop Creator Center > Data. Treat the details below as PH-page details and confirm them against your own US screen:
- GMV counts orders within 7 days of a product-link click.
- Today's data is real-time, but toolkit data lags by 1 day.
- History goes back up to 180 days.
- Video diagnosis filters videos by Low VV, Improve clicks, Improve conversions and Improve GMV.
Hootsuite also lists three TikTok Shop metrics shown in Studio analytics: product link clicks, product link complete payment and product link GMV.
Worked example: 21 videos and one $30 product
Every number here is an example for the arithmetic. None of them is a TikTok rate, a benchmark or a promise.
You post 3 talking-head videos a day. That is 3 × 7 = 21 videos a week. Take one of them, a video for a $30 product:
| Step | Example number |
|---|---|
| Views | 2,000 |
| Product clicks | 40 (40 ÷ 2,000 = 2% click rate) |
| Orders | 2 (2 ÷ 40 = 5% click-to-order) |
| GMV | 2 × $30 = $60 |
| Commission at an example 15% | $4.50 per order, $9.00 estimated commission |
The seller sets the commission rate, so check the rate on your own product in Creator Center. Swap in your number.
Now count what the same week costs in trimming. If you cut pauses and retakes by hand at 10 minutes per take, 21 takes is 210 minutes. That is 3.5 hours a week.
Upload one raw take and get the first clip cut free, no card, at this site's editor. Try it on one of this week's 21 takes.
Back to the analytics. Put a second video next to the first: 2,000 views, 10 clicks (0.5% click rate), 0 orders, $0 GMV. Both videos took the same 10 minutes to trim. The review shows which product and which hook paid for that time. It also shows which one to change or drop.
Watched full video % and traffic source tell you why a video moved or stalled. Clicks and GMV tell you whether the product moved. Together they decide what you film more of next week. The trimming minutes are the cost that stays the same whichever video wins.
Your weekly review, step by step
Do this on your phone, once a week, on the same day.
- Open TikTok Studio > Analytics > Content. For each video from the last 7 days that is older than 24 hours, note watched full video % and traffic source.
- Open Creator Center > Data. Note product clicks, GMV and estimated commission for the same videos.
- Work out click rate (clicks ÷ views) and click-to-order rate (orders ÷ clicks) for each.
- Mark the top quartile. Out of 21 videos, that is the top 5.
- Film more of the hooks and products in those 5. Rework or drop the bottom ones.
- Repeat next week. Seven-day Content data means a skipped week is lost data.
Browse the blog for more creator workflows.
Take this week's slowest take, upload it as a raw file, and get the first clip cut free with no card at this site's editor.